MODERN MARKETING + MEASUREMENT
Explores the evolving landscape of analytics, attribution, and marketing performance with expert insights, industry trends, and actionable strategies. Stay ahead with in-depth analysis on emerging technologies, privacy shifts, and the future of measurement.
FINDINGS FROM OUR POPULAR PODCAST SERIES
The Last-Click Lie: Why Most Marketing Measurement Is Still Fundamentally Broken
Across the industry, CMOs are confronting an uncomfortable truth: the dashboards they’ve relied on for years often provide a distorted picture of what drives growth.
Marketing Mix Modeling Is Back — And This Time It’s Running the Business
When measurement frameworks help answer questions about revenue growth, profitability, and long-term brand equity, marketing becomes easier to defend—and easier to expand.
The New Marketing Currency: Why Data Collaboration Is Replacing Third-Party Tracking
Marketing will remain data-driven, but insights will come from aggregated patterns and trusted collaboration rather than ubiquitous tracking.
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Precision at Scale—How Geospatial Intelligence Is Reshaping Media Strategy
Join industry experts from Esri, Quad, Ampersand, and Balcom Agency to discover how advertising and analytics teams are transforming campaign planning with geospatial technology. -
Lift and Mix: What Happens When Sales Lift Meets Market Mix?
Walk away with practical tips for weaving publisher-level insights into your own MMM strategy and learn how greater transparency in measurement can build stronger brand-publisher relationships that lead to real, quicker, measurable impact. -
Transacting with Purpose & Clarity in an Increasingly Fragmented Ecosystem
As viewers continue to engage with content through an ever-increasing array of platforms and technologies, effectively measuring and understanding where viewers are and how to reach them have never been more important. -
From Signal to Action: Human Intelligence That Moves Brands Forward
AI has redefined how marketers collect and analyze data, yet many still struggle to turn it into action. -
Beyond the App: Powering Full-Funnel Commerce Media
The way people discover and shop has fundamentally changed and fragmented across social feeds… -
Brand Experiences at Scale Are The Ultimate ROI
The advertising landscape is being reshaped by a simple truth: every interaction is a brand experience. -
Outlasting the Last Click: Why Attribution and Incrementality Must Work Hand in Hand
Attribution on its own offers convenience. Incrementality on its own offers clarity. But in tandem, they create a feedback loop that’s both fast and grounded in reality. -
Identity is Infrastructure Now: In the Age of Walled Gardens, It’s More Than Just a Hedge
The market is moving toward systems that are more integrated, more intelligent, and more dependent on clean, connected data. -
The Misconceptions Holding Back Incrementality: A Call for a Rethink in Measurement Practices
Affiliate marketing has always been about partnership. That spirit needs to extend into how we define success, share data, and build for the future. -
Out of Tune: Are Retail Media Networks Missing the Beat on In-Store Audio?
In-store audio delivers timely, persuasive messages when intent is already high, shortening the path to conversion and turning passive browsing into immediate action. -
ROSÉ All Day: The Metric That Could Save Digital Advertising (And the Planet)
With improved carbon emissions accounting, updated metrics like ROSÉ we can immediately slow down – and hopefully reverse – our industry’s harmful environmental effects. -
Why Retargeting Might Be Tv’s Smartest Entry Point
Digital advertisers are well-versed in the practice of retargeting and the ability to reach consumers who have visited a certain site or looked at a product.
